According to its publisher, Ömer Artun and Dominique Levin’s Predictive Marketing represents a “practical guide to predictive analytics”. Recently, Hubspot’s Blog submitted a comprehensive extract from the book.
The question as to which consumers will be the next to make a purchase can best be answered by a probability prediction based on Big Data Analytics. Ömer Artun and Dominique Levin, authors of the book “Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data“, show that predictive analytics pays off.
Take their example of an online pharmacy for animals: By determining his promotion activities on the basis of customer value, the online supplier succeeded in raising his sales by 40 percent compared to the previous year. The response rate doubled without having to increase his marketing budget.…